13% Reach Extension from Mobile Web, Says Nielsen

nielsenmobile.jpgThe Nielsen Company today reported that mobile Internet extends the
audience reach of many leading Internet sites by an average of 13
percent over home PC traffic alone. For some categories, such as
weather and entertainment, the extended reach can be even greater.

The
cross-platform insights come from TotalWeb, a new report from Nielsen
that integrates data from Nielsen Mobile and Nielsen Online to show the
unduplicated, unique audience for more than 200 leading Internet sites
across the PC and mobile Internet space. Nielsen’s data show that for
many Internet publishers, mobile Internet increases the overall size of
their audience.

Nielsen
released data that show - by category - how mobile traffic increases,
or “lifts,” Internet audience levels. Weather sites get a strong lift
from mobile, meaning there are people who access the sites over their
phone but not over their home PC, while shopping sites have a mostly
duplicated audience, meaning that mobile users who access shopping
sites on their phone likely also do so over their home PC.

TotalWeb - Average Online Audience Lift Provided by Mobile Web, by Category (Q4 2007)

Category

Average Lift (%)

Total

13

Weather1

22

Entertainment

22

Games

15

Music

15

Email

11

Sports

10

Business/Finance

4

Social Networking

3

Search

2

Shopping/Auctions

1

Source: TotalWeb Q4 2007, The Nielsen Company. Based on 200+ Internet sites measured across both Home PC and Mobile Internet.

1To
be read: In Q4 2007, weather sites measured by TotalWeb averaged a 22%
lift in overall audience reach through mobile web traffic, over home PC
traffic alone.

 

“The data demonstrate that the mobile Internet
can not only increase the frequency of visits to a website, but also
grow the overall size of the pie,” said Jeff Herrmann, Vice President
of Mobile Media, Nielsen Mobile.  “Publishers can now monetize their
total cross-platform audience, and advertisers will better understand
the efficiency and incremental value of mobile web traffic.”

According
to Nielsen, 87 million U.S. mobile users subscribe to mobile Internet
services, and more than one in ten mobile subscribers (13.7 percent)
actively uses mobile Internet each month. TotalWeb integrates data from
Nielsen Online and Nielsen Mobile to report how this growing segment
uses both mobile devices and PCs to access the Web.

Nielsen
collects TotalWeb data through a survey of active mobile Internet users
in Nielsen Online’s MegaPanel, the world’s highest quality metered
Internet panel. Members of the panel have their Internet access and
behavior via mobile devices and PCs analyzed to provide site-level
reporting of unique audience, active reach, unduplicated audience,
audience overlap, and demographics across platforms.

“Unduplicated
measurement of the total Internet audience will help AccuWeather.com
show advertisers the value of our cross-platform audience,” said Dave
Wrieden, Executive Director at AccuWeather.com, which received a 43
percent audience lift from mobile Internet users. “Nielsen’s TotalWeb
service is the only product that gives us that number and so is an
important advancement in Internet audience measurement.”

The TotalWeb report is available at www.nielsenmobile.com.